Yuk Yuk’s at Western Fair District

Entrant’s Name: Tony SoaresOrganization Name: Surge Communications Inc. Division & Category: Communication Creative (3); Advertising (Conventional Media) (27) Title of Entry: Nicer Place to Pee Your Pants – Yuk Yuk’s at Western Fair District Time Period of Project: November & December 2011

Project Summary: Western Fair District is a multi-faceted entertainment complex in London, Ontario. In late 2011, it acquired a Yuk Yuk’s Comedy Club franchise. The world’s largest chain of comedy clubs, Yuk Yuk’s is a long-standing, international brand with high awareness. Surge Communications was tasked to develop a print campaign that would announce the opening of Yuk Yuk’s at the District.

The city’s former Yuk Yuk’s venue and its previous location in the downtown area were perceived as dirty and unsafe and there was a lack of nearby parking. These factors resulted in scores of complaints, proved a hindrance to Londoners and eroded attendance. The downtown venue closed in July 2011.

Intended Audience(s):

• Men and women, 19 to 40 years of age

• University and college students and young professionals

• People looking for something different for a night out with friends and who are not easily offended, who have no problem with off-colour humour

Objectives:

1. Create awareness that Yuk Yuk’s is back in London - and now at Western Fair District

2. Create awareness that this venue is better/different from the last one

3. Drive attendance to the new venue

Key Messages/Theme:

• Yuk Yuk’s is back – in a cleaner, safer and more convenient location!

Creative Rationale: The Yuk Yuk’s brand has its own iconic imagery: brick wall, red curtain and microphone. Western Fair District had just produced web ads that featured this iconic imagery. To maintain consistency and because the imagery does have brand recognition, Surge decided to incorporate some of this iconic imagery into the print campaign. Surge account and creative staff worked together to develop print ads that would announce the opening, differentiate this new venue from its run-down predecessor and be on-brand (i.e. be funny!)

Results: Since the Nicer Place to Pee Your Pants print ad campaign was launched, the early show at Yuk Yuk’s has been consistently full or sold-out. The late show’s attendance is steadily increasing, particularly Saturdays.

In November 2011, prior to the ads, the Yuk Yuk’s web page on the Western Fair District website had 784 pageviews. The ad campaign hit the market in December and that month’s pageviews more than doubled to 1,721.

The ads continue to run and visits to the new Yuk Yuk’s web page continue to increase. In January 2012 the number of pageviews more than doubled again to 4,215 pageviews. Anecdotally, the creative also has good recall among patrons.

Division 3, Category 27

Yuk Yuk’s Miniboard Poster

WFD2008CLIENT: WFD DOC SIZE: 13"x17" START DATE: Colours Final Art Approval Initials & DateJOB DESC.: YUK YUK’S Mini Board DATE: 12/12/11 C KM Y Artist CD AD Proofreader

FILE NAME: WFD-2008_miniboards_PEEPANTS.pdf ARTIST: RB OTHER: __________

123 St.George Street, Suite 105 � London ON, Canada � N6A 3A1 � t:519.672.9090 � f:519.672.6080 � www.surge.ca

WFD-2008_Metro_PEEPANTS.indd 1 11-12-16 12:58 PM

Entrant’s Name: Tony SoaresOrganization’s Name: Surge Communications Inc.Category Number and Name: 27 - Advertising (Conventional Media)Entry Title: Nicer Place to Pee Your Pants – Yuk Yuk’s at Western Fair District

Yuk Yuk’s Print Ad